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CRM with SMS and email: 3 top benefits

Businesses that use customer relationship management (CRM) software are often ahead of their competitors. CRMs can help your marketing, customer, or sales teams manage and track prospects across the customer relationship lifecycle.

If your business is currently using a CRM or is looking to use one in the future, consider leveraging the power of SMS with email for an even better advantage. Let’s explore why.


Increased relationship-building and closed deals

For most teams using CRMs, there are often common objectives: building relationships and increasing sales. Combining text messaging and email marketing within your CRM can help you do both.

The main difference (and advantage) between email and text messaging is its length. Emails are much longer, contain more detail, and can include a variety of rich media. Text messages are much shorter (160 characters per segment) and are very focused on one point or action.

By using both smartly, you can improve the sales process in several ways. Many businesses use email to nurture relationships in the early days of the sales pipeline or top of the marketing funnel. This is when customers need to take their time to understand the details, consider their competitors, and get educated on your product or service.

However, adding text message sales offerings at the right time of your sales cycle can prompt customers to accept your offer and close the deal. SMS notifications grab attention quickly (90% are open within 90 seconds). Try a time-based offer or reminder if customers are lagging on a contract.


Workflow automation reduces workloads and improves efficiencies

Integrating your communication channels into your CRM together can help you reduce workloads and improve efficiencies tenfold. For example, NetSuite or HubSpot contain CRM features such as workflow builders that allow you to combine different sales and marketing automation tools together.

These workflow journeys allow you to automate many different customer journey paths with pre-set conditions and qualifications. For example, you could build drip campaigns or automated workflow journeys for contact submissions. Let’s look at an inbound example:

Imagine your customer has been using your product for a long time. The customer is having an issue with your product or wants to query a possible feature upgrade. They submit a ticket to your support site.

An infographic illustrating the journey mapped out in the paragraph below

This automatically triggers a customer support workflow:

  • An email receipt of the support query gets sent to the customer confirming their query has been received
  • An internal text message gets triggered simultaneously, alerting a customer rep about a new support query
  • The customer rep starts a two-way conversation via SMS messages to resolve the issue
  • Once the ticket has been wrapped up, a follow-up email is automated in case of further queries but also to check-in


The benefit of using multi-channel workflow journeys within your CRM is reduced workloads because so many of these interactions are automated. The customer representative in the above case can focus purely on the issue at hand, rather than the administration surrounding it.

Teams or representatives themselves aren’t having to jump between tools and platforms and do not need to move data about interactions across. It also makes it easier to track records about all interactions and understand whether those workflows benefited the customer. This helps to improve efficiencies and can be used to create more personalised interactions going forward.

 

SMS + Email = 21% conversion uplift

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Integrated email and SMS campaigns drive better results

Perhaps one of the most significant benefits of combining SMS and email within your CRM is the increased effectiveness of your marketing efforts. Many MessageMedia customers already integrate SMS into their existing CRMs to leverage the real-time cut-through to their integrated campaigns.

Email marketing is already heavily used within most marketing mixes. If you’re currently implementing it in your campaigns, there’s no reason why you shouldn’t combine it with text messaging to increase engagement and conversions. When we built our integration into HubSpot, SMS for HubSpot, several customers were looking to uplift email campaigns that were waning.

An example of this is leading online wine retailer Vinomofo who wanted to re-engage lapsed customers. By adding text messaging to re-engagement campaigns and marketing campaigns, their results were impressive. They were able to re-engage 50% of churning customers and uplift conversions by 21% – all with the simple addition of SMS within their existing email campaigns.


How to add text messaging to your CRM and email journeys

It’s easier than you think! We have many existing CRM integrations with our integrations marketplace, including:

If you cannot find an existing integration for your current CRM, you have several options. Make sure to contact our team, download our free API key, or use a third-party connector such as Zapier to build your own.

RELATED: Learn about how SMS marketing automation can work for you.

You will need to create an account with us, and you can do so by simply starting a free trial. Then link that account to our integration once it is added to your CRM. We’re happy to walk you through the process ourselves if you find it difficult, so give us a call or email us.

 

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Final thoughts, further reading

Adding text messaging to your CRM is hugely beneficial, but adding it to existing email journeys and channels can be even more advantageous. For sales and marketing teams that rely on managing customer relations and closing deals, combining text messaging and email automation can be your next best step forward.

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